This year, three Italians out of four (71%) on their summer holidays at the sea, in the mountains or in the countryside have chosen to visit olive pressing mills, Alpine farmsteads, wineries, farm houses, or farmers markets to buy local products directly from producers and optimize the price/quality ratio. These are the results of the Italian farmers association, Coldiretti/Ixè study showing that purchasing food directly from the producer is also an opportunity to get to know not only the product, but also its history, culture and tradition directly from those who have contributed to preserving a heritage that often is on the same level as the artistic and natural marvels of our national territory. Plus, 42% of Italians return home from holidays bringing wine, cheese, olive oil and cured meats as souvenirs.